Apple sent out invitations to the media today for its annual September event, where it’s expected to announce new iPhone models. Apple's announcement theme plays-off the traditional "By Invitation Only" with "By Innovation Only." That gets the blood pumping to think that something of great value is to be revealed at the event. Perhaps something not yet leaked – if that's even possible in the rumor-everything-era.

The event will be on Sept. 10 at the Steve Jobs Theater, which is located at Apple’s headquarters in Cupertino, California.

According to numerous leaks and reports, Apple is expected to announce three new iPhone models. There will be a successor to the cheaper iPhone XR and two "pro" models that will serve as upgrades to the iPhone XS and iPhone XS Max.

Apple has yet to cue the new event into their Apple TV Event App.

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